NEW YORK — Under the auspices of Fashion Exports/New York, four eveningwear and bridal firms — Bari Jay, Cattiva, Joelle Bridals and Scarlett Nite — will introduce their fall collections at Igedo, the big German trade show that will be held in Dusseldorf for three days starting Sunday.
Scarlett Nite and Bari Jay have been doing business in Germany through a sales representative and distributor, respectively, but are looking to expand their sales in Germany, as well as penetrate other European nations such as the Benelux countries and the U.K.
For Joelle and Cattiva, showing at Igedo represents a chance to develop a long-term export strategy that includes finding foreign representation. Cattiva has been selling to the Munich department store Lodenfrey, while Joelle has sold to some retailers in Germany, the Netherlands and the U.K.
Fashion Exports/New York was founded in 1991 by the Garment Industry Development Corp. and the Council for American Fashion. Its purpose: to introduce more New York fashion around the world. Bruce Herman, president of the GIDC, said group exhibitions at international trade shows are just part of FE/NY’s strategy to increase New York’s apparel exports.
“A group showcase creates economies of scale, while also creating a bigger splash than any one firm could achieve on its own,” Herman said.
Leah Kaplan, director of FE/NY, said the group exhibit was conceived to assist individual firms launching their lines in Europe, while raising the international profile of the New York fashion industry as a whole.
“New York’s eveningwear and bridal market is a large, diverse niche that has a tremendous amount of export potential,” Kaplan said.
The project was made possible through a $50,000 grant from New York State’s Global Export Market Service. Kaplan said the cost of booth space is $12,000, part of which will be paid by funds from the grant. The individual companies will share the balance of the costs, plus incidental expenses.
FE/NY is also assisting these and other firms in areas such as export documentation, pricing, shipping and linking companies with foreign sales representatives and distributors.